Porter Novelli (United States)

BackgroundThe internet has become an increasingly popular medium for parents to obtain health information. More studies investigating the impact of paid digital marketing campaigns for parents on promoting children’s healthy development are needed.ObjectiveThis study aims to explore the outcomes of a paid digital marketing campaign, which occurred from 2018 to 2020, to promote messages about parent-engaged developmental monitoring and ultimately direct parents to the Centers for Disease Control and Prevention’s (CDC’s) Milestone Tracker app, a mobile health (mHealth) app developed by the CDC.MethodsThe paid digital marketing campaign occurred in 3 phases from 2018 to 2020. In each phase, 24 to 36 marketing messages, in English and Spanish, were created and disseminated using Google’s Universal App Campaigns and Facebook Ads Manager. Outcomes were measured using impressions, clicks, and install data. Return on investment was measured using click-through rate (CTR), cost per click, and cost per install metrics.ResultsThe Google-driven marketing messages garnered a total of 4,879,722 impressions (n=1,991,250, 40.81% for English and n=2,888,472, 59.19% for Spanish). The messages resulted in a total of 73,956 clicks (n=44,328, 59.94% for English and n=29,628, 40.06% for Spanish), with a total average CTR of 1.52% (2.22% for English and 1.03% for Spanish). From these clicks, there were 13,707 installs (n=9765, 71.24% for English and n=3942, 28.76% for Spanish) of the CDC’s Milestone Tracker app on Google Play Store. The total average cost per install was US $0.93 across all phases. The phase 3 headline “Track your child’s development” generated the highest CTR of 3.23% for both English and Spanish audiences. The Facebook-driven marketing messages garnered 2,434,320 impressions (n=1,612,934, 66.26% for English and n=821,386, 33.74% for Spanish). The messages resulted in 44,698 clicks (n=33,353, 74.62% for English and n=11,345, 25.38% for Spanish), with an average CTR of 1.84% (2.07% for English and 1.38% for Spanish). In all 3 phases, animated graphics generated the greatest number of clicks among both English and Spanish audiences on Facebook when compared with other types of images.ConclusionsThese paid digital marketing campaigns can increase targeted message exposure about parent-engaged developmental monitoring and direct a parent audience to an mHealth app. Digital marketing platforms provide helpful metrics that can be used to assess the reach, engagement, and cost-effectiveness of this effort. The results from this study suggest that paid digital marketing can be an effective strategy and can inform future digital marketing activities to promote mHealth apps targeting parents of young children.

This study describes a new segmentation strategy exploring smokers' interest levels in counseling in the medical care setting in order to understand how public health communications can be designed to increase consumer demand for cessation services within this population. A subsample of 431 smokers from a large, nationally representative mail survey was analyzed and categorized into three cessation-demand groups: Low demand (LD), medium demand (MD), and high demand (HD). HD smokers were most likely to be heavy smokers, to make quitting a high priority, and to have self-efficacy in quitting. MD and LD smokers were less likely than HD smokers to have been told to quit smoking by a health care provider in the past or to believe that counseling is effective. The first step in the regression analysis revealed that age, cigarettes smoked per month, whether smokers were currently trying to quit, and whether they were ever told to quit smoking by their health care provider accounted for 21% of the variance in smokers' interest in smoking cessation counseling, F(4, 234) = 16.49, p<.001. When additional variables on attitudes toward smoking and quitting and perceived effectiveness of receiving counseling in the medical care setting were added to the model, an additional 11% of the variance in smokers' interest in cessation counseling was explained, F(12, 234) = 10.07, p<.001. Results suggest that by categorizing smokers by interest level in cessation counseling, we emerge with three distinct portraits of smokers who might be activated in different ways to increase consumer demand for cessation counseling.

When asked to describe the Centers for Disease Control and Prevention (CDC), most people think of outbreak investigations and“blue rubber suits.”This narrow view of CDC's broad scope of work makes it harder to ensure that critical health information gets to people who need it to live safer and healthier lives. CDC's Director recognizes that making our science available and understandable can help us be more effective in meeting our public health mission. To build a system that will help people better understand CDC's broad scope, the Director initiated an identity-building process based on audience research. The findings consistently pointed to CDC's reputation for action, as well as three aspects of CDC's work that were seen as valuable and unique: protecting people's health and safety, providing health information people can count on, and improving health through strong partnerships. From this foundation, graphic and writing standards, a new logo, tagline, and a brand architecture strategy that all communicate CDC's identity and benefits of its work were created and tested. This article provides an in-depth case study of this initiative to date at CDC.

Immunization may now be undervalued because vaccines have largely eliminated the threat of serious infectious diseases in childhood. As the incidence of vaccine-preventable diseases has declined, concern about vaccine safety has increased. Significant erosion of public confidence in vaccine safety could lead to reduced immunization rates and a resurgence of vaccine-preventable diseases. To assess parents' understanding of vaccine-preventable diseases, vaccines, immunization practices, and policies, we conducted a telephone survey in the United States with a nationally representative sample (n = 1600) of parents with children </=6 years of age, and expectant parents in April and May 1999. Eighty-seven percent of respondents deemed immunization an extremely important action that parents can take to keep their children well. Although respondents' overall rating of immunization safety was high, a substantial minority held important misconceptions. For example, 25% believed that their child's immune system could become weakened as a result of too many immunizations, and 23% believed that children get more immunizations than are good for them. Children's health care providers were cited as the most important source of information on immunizations. Although the majority of parents understand the benefits of immunization and support its use, many parents have important misconceptions that could erode their confidence in vaccines. A systematic educational effort addressing common misconceptions is needed to ensure informed immunization decision-making. Physicians, nurses, and other providers of primary care have a unique opportunity to educate parents because parents see them as the most important source of information about immunizations.vaccination, immunization, pediatric, safety, health beliefs.

This paper describes the development of a coding instrument to classify college students' strategies for preventing HIV infection, and examines the association of distinct strategies with social cognitive and behavioral measures related to safer sexual behavior. This instrument classifies each strategy into both a content domain (e.g., using condoms, remaining abstinent, limiting sexual partners), and 3 distinct dimensions: commitment, specificity, and effectiveness. We examine the reliability and validity of this instrument by showing the discriminative associations of each dimension with social cognitive and behavioral measures, and demonstrate the differential importance of distinct dimensions in predicting behavior in different content domains. Discussion focuses on the importance of tailoring HIV prevention messages to change strategy dimensions in order to maximize behavior change.

Journal Article A process evaluation of a two-year community cardiovascular risk reduction program: what was done and who knew about it? Get access S.A. Norman, S.A. Norman 1Clinical Epidemiology Unit, Section of General Internal Medicine225L NEB/6095, University of Pennsylvanla School of Medicine, Philadelphia, PA 19104 Search for other works by this author on: Oxford Academic PubMed Google Scholar R. Greenberg, R. Greenberg 23051 Idaho Ave., NW, Washington, DC 200169Formerly of Doremus Porter NovelliWashington, DC, USA Search for other works by this author on: Oxford Academic PubMed Google Scholar K. Marconi, K. Marconi 3Prospect Associates, 1801 Rockville Pike, Rockville, MD 2085210Formerly of the Pennsylvania Department of HealthHarrisburg, PA, USA Search for other works by this author on: Oxford Academic PubMed Google Scholar W. Novelli, W. Novelli 4Doremus Porter Novelli, 1633 Broadway, New York, NY 10019 Search for other works by this author on: Oxford Academic PubMed Google Scholar M. Felix, M. Felix 5Henry J. Kaiser Family Foundation, Quadrus2400 Sand Hill Road, Menlo Park, CA 94025 Search for other works by this author on: Oxford Academic PubMed Google Scholar C. Schechter, C. Schechter 3Prospect Associates, 1801 Rockville Pike, Rockville, MD 2085210Formerly of the Pennsylvania Department of HealthHarrisburg, PA, USA Search for other works by this author on: Oxford Academic PubMed Google Scholar P. Stolley, P. Stolley 6Clinical Epidemiology Unit, Section of General Internal Medicine, 229L NEB/6095, University of Pennsylvania School of MedicinePhiladelphia, PA 19104 Search for other works by this author on: Oxford Academic PubMed Google Scholar A. Stunkard A. Stunkard 7Department of Psychiatry, University of Pennsylvania School of Medicine133 S. 36th St., Philladelphia, PA 19104, USA Search for other works by this author on: Oxford Academic PubMed Google Scholar Health Education Research, Volume 5, Issue 1, March 1990, Pages 87–97, https://doi.org/10.1093/her/5.1.87 Published: 01 March 1990